After a season marked by exceptional volumes and major reputational challenges, the Chilean cherry industry looks ahead with an initial projection of 120 million boxes for the upcoming campaign.
In an exclusive interview with Cherry Times, Claudia Soler, Executive Director of the Comité de Cerezas, outlines the sector’s key strategies: strengthening product quality, improving communication, and accelerating market diversification.
The official production estimate will be published between October 15 and 20.
Despite positive forecasts, the production growth rate is showing signs of slowing. “Last year – explains Soler – was particularly complex: we handled a volume equivalent to two seasons in one.”
This was due to the accumulation of unharvested production from the previous year, caused by unfavorable weather conditions, combined with the natural increase of the 2024/25 season.
“Initially, we expected a 6% increase, but current projections have stabilized around 120 million boxes.”
Beyond the logistical challenge of high volumes, last season also put the sector’s reputation to the test, particularly in the Chinese market.
“We had to rethink our communication and production approach,” explains Soler, highlighting the essential role of the Committee, which steps in where individual companies cannot act alone: “For example, when dealing with fake news.”
The strategy now focuses on ongoing communication, even during the off-season, and on educating consumers and commercial operators about the value of Chilean cherries and the process that ensures their quality.
“We are building a network of product ambassadors, people and partners capable of protecting our brand in the long term,” she adds.
Data collected by the Committee clearly shows that the product itself is the primary factor driving purchases. Consumers reward flavor, texture, and color, and expect a consistent and satisfying experience.
“It’s essential – says Soler – that every exporter understands the preferences of different markets, as not all require the same type of cherry. In China, for example, there is strong demand for larger calibers.”
The shared goal is clear: offering the best possible experience to foster consumer loyalty. “We must ensure that once someone tries the product, they want to buy it again. That’s how we build solid demand.”
China continues to absorb the majority of Chilean production, but the industry is well aware of the need to expand into new markets.
Although the industry has grown by 25% over the past decade, the diversification rate has not kept pace.
“It’s impossible to suddenly shift huge volumes to new markets: demand simply doesn’t exist yet,” says Soler. “Our job is precisely to create demand and support the opening of new channels.”
Some companies are already actively working to develop contacts in Europe. The United Kingdom and Spain remain priority markets, showing growth but still far from China’s figures.
The United States and India are also showing growing interest in importing Chilean cherries.
Claudia Soler is pleased to report that many exporters are already starting commercial trials in new countries. One example? “A company that has historically shipped to Spain and the UK is testing Germany this year, in collaboration with some supermarket chains. If the trial goes well, they will continue on that path.”
Industry trade shows are also contributing positively: “They’re a great help because they take place before the season starts – explains Soler – and allow us to gather feedback and better prepare.”
At the heart of the confidence in a successful upcoming season is a meticulous preparation process. “Not only on the production side, but also in terms of strategy and support for exporters: we are ready,” concludes Soler.
Everything is geared towards ensuring a solid, balanced season with a long-term vision that enhances the reputation of Chilean cherries on a global scale.
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